- “In English studies, there is no vocabulary for discussing images, or perhaps we might say that there are so many discipline-specific vocabularies that we in English have to borrow extensively” (2).
- “we suggest that readers and scholars working with visual rhetoric attend to the notion that word and image are used by writers and illustrators to accomplish different aims. Printed verbal material is conveyed to us in visual forms…Thus rhetoric encompasses a notion of visuality at the very level of text; it is mediated by visuality, typography, even the somatic experiences of holding the book or touching the paper” (3).
- Intertexuality: “One of the ways that we understand [an image] is through its reference to other images. Thus, one of the ways that images may communicate to us is through intertextuality, the recognition and referencing of images from one scene to another. The reader is active in this process of constructing a references. If the reader is unaware of the precursors, the images will have a different meaning, or no meaning at all” (5). They also borrow Genette term transtextuality, which is “all that sets the text in relationship, whether obvious or concealed, with other texts” (14). Intertextuality focuses on the presence of (parts of) texts while transtextuality allows for that with is not “directly articulated within” a work (14).
- They argue that, regardless of medium, representation is a reference to a code: “both paint and word refer not to an external reality, but ‘from one code to another’…Reality is always framed by codes that determine what the writer or painter looks at – what they believe is worthy of vision and representation – and what mode of representation they select to describe that reality” (17).
- They assert that material matters and that we should study material as rhetoric.
Helmers, Marguerite, and Charles A. Hill. “Introduction.” Defining Visual Rhetorics. 1-23.6/27/2015 In this introduction, Helmers and Hill analyze a photograph from Ground Zero. Along side this, they make the following claims about visual rhetoric:
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